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Ali Wines's avatar

Lots of interesting thoughts to unpack here. I think what you're describing aligns with the shift to the middle in the outdoor industry, with investment going much more to street fashion compared to specialty retail like it used to. There's a generation of consumers driving these trends that operate with completely different needs and values to what we (definitely still cool and relevant!) Gen Xers/elder millennials have. I think we fail to understand them at our peril.

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